Articlediamond2019

Antecedents and consequences of luxury brand engagement in social media

Amélia Brandão · Eva Pinho · Paula Cristina Lopes Rodrigues

73 citations0/0 files storedSpanish Journal of Marketing - ESIC

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Purpose The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and Activation) in luxury brand engagement on Facebook. Design/methodology/approach Data were collected through an online questionnaire completed by fans/followers of luxury brands’ Facebook pages. The empirical study was conducted using structural equation modelling. Findings Consumer Involvement has a positive impact on the three dimensions of CBE (Cognitive Processing, Affection and Activation). This leads to the conclusion that Activation and Affection have an impact both on Self-Brand Connection and on BUI. Moreover, it was found that Cognitive Processing impacts only on BUI. Practical implications The results identified the factors which brand managers should focus on to increase CBE on Facebook. Originality/value This study is a pioneer, as it extends the consumer engagement model to the social media context in a hedonic and conspicuous consumption category which includes luxury brand products.

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988Structural equation modeling in practice: A review and recommended two-step approach.2009Users of the world, unite! The challenges and opportunities of Social Media 1985Measuring the Involvement Construct 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions 2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation 2011Consumer engagement in a virtual brand community: An exploratory analysis 2001Developing and validating a multidimensional consumer-based brand equity scale

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